Abstract
The article discusses internal migration (caused by hostilities), which is a complex and multifaceted phenomenon that can significantly affect the marketing strategies of enterprises. This aspect requires a detailed analysis in order to understand its impact and identify strategic opportunities. The main problems of IDPs in Ukraine and ways to solve them, key aspects of the impact of internal forced migration and armed conflicts on food security and marketing strategies were considered. Internally displaced persons in Ukraine are an acute social problem caused by the armed conflicts in the east of the country and the full-scale invasion of russia in 2022. Thousands of Ukrainians have been forced to leave their homes to seek safety in other regions. This forced displacement has created many problems that need to be addressed immediately through joint efforts of the state, civil society and international organisations. Analysing the needs and preferences of new market segments created by internal migration, enabling companies to develop products and services that best meet the needs of these consumer groups. The opportunities arising from internal migration, including the emergence of new market niches and business development opportunities, are explored. The analysis of these aspects has allowed us to understand the nature of the impact of internal migration on marketing strategies and to develop effective approaches to adapting businesses to new conditions. It is shown that these challenges can pose serious threats to the lives and well-being of migrants and the local population. The importance of developing innovative marketing strategies based on the analysis of the impact of internal migration and changes in consumer behaviour is considered. The potential of new market segments and strategies for adapting to them is identified. The article also considers the aspects of food security in the context of migration and conflict, showing how marketing can play an important role in overcoming these challenges by helping to inform the public, support local producers, stimulate demand for healthy products and attract innovation in the field of food security.
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